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Panel Discussion: Bridging the Gap Between Ideation and Execution of Digital CX Initiatives

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Kent Lawson
Healthcare CX, Design & Innovation at Blue Cross Blue Shield
+ 1 speaker
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About the talk

Organizations are always seeking continuous improvement in their CX initiatives and spend a great deal of time developing new ideas to meet customer expectations. But often those ideas are never executed – or executed effectively – which leaves a gap of untapped potential. Build your blueprint to:

  • Move from insight to action by developing a systematic approach to execution

  • Assess the value add to your organization of new initiatives on experiences

  • Incorporate prototyping to ensure effective experience design and execution

  • Focus on your business mission, technological capabilities and balancing your goals to avoid being too aggressive or too soft 

Build capacity for execution by closing the gap between idea and execution

00:00 Intro

00:13 Rick Parrish

01:20 Kent Lawson

03:02 Separating of ideation and execution

05:45 About changing for success

08:10 Management layer

09:46 Advantages of storytelling

12:10 Building vs Creating

14:06 The role of emotions

15:00 Key factors

20:00 About speed of working

21:30 Q&A

About speakers

Kent Lawson
Healthcare CX, Design & Innovation at Blue Cross Blue Shield
Rick Parrish
Vice President and Principal Analyst at Forrester Research

Dedicated to bringing human-centered design, design thinking, innovation and experience design to healthcare in order to enhance the consumer/patient experience and improve outcomes—both health and financial.

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I conduct rigorous research to help organizations in both the private sector and government put customers at the center of everything they do, in order to create win-win situations for customers and organizations. I also coordinate Forrester's research on customer obsession.

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Head on over to our next panel discussion. We have a fantastic panel for you. We have leaders from Blue Cross, Blue Shield and forced her to huge. Mine are going to talk to you about Bridging the Gap, between ideation and execution of Digital customer initiatives. So with that said, I like to hand over to our moderator, Rick Paris from Forester, Rick taken away everyone for joining us, customer experience research team at Forrester and I'm doing here by Kim Lawson. Who is director of brand and customer experience at Blue. Cross Blue Shield Association and the next 30 minutes

or so. To as Dennis says, talk about Bridging, the Gap between radiation and execution of Digital customer experience initiatives. Can you just said a word about what you're what you're rolling ball. So we all understand the the Angela me gravitas. You brings you two discussing this topic. Thanks Rick. I really appreciate it. I appreciate the opportunity to come and talk with everyone so can recovering industrial designer. I sort of grew up in industrial design and have it sort of

merged my career from from designing hard things to designing experiences services and experiences. And so, I work with, I am the executive director of experience of brand and customer experience at Blue, Cross Blue Shield Association. We have 36 Independence, Blue Cross Blue, Shield plans and about a hundred and nine million. Customers and I'm ugly that team at the association. And what we do is we try to bring

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February 10 - 11, 2021
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Kent Lawson
Rick Parrish